Brand integrity is something every company strives for. After managing a company for a long time, our brand become so natural, we don’t take time to reevaluate our mission, vision, values and marque. As you may already know, doing nothing for your brand can do more harm than good. Monitoring customer feedback, leveraging social media platforms, establishing a market niche and building an office culture are four things to focus on to maintain brand integrity.
1. Monitor Customer Feedback
Whether the feedback we receive is positive or negative, responding to it is key. Sometimes receiving feedback that we don’t agree with or want to hear is difficult. We may get a negative mindset towards that individual and not appreciate their point of view. However, it is important to address consumer concerns, apologize for our errors and offer solutions to fix the problem because your brand will become stronger because of feedback. Taking time out of your day to respond and care about that consumer builds trust in the relationship. If they’re already unhappy, ignoring their problems will just make it worse. Responding to criticism shows you want to help, provide good customer service, can accept feedback and want to improve what you are currently doing. If the feedback is positive, it will be easier to engage with and can be used to highlight your brand. We often don’t engage with happy consumers because we know they’re satisfied, nevertheless, it is important to still engage. Thank them for taking the time to give feedback, appreciating your brand and being a promoter, it may promote a referral or additional products and services offered to them.
2. Leverage Social Media
Social media is so popular, according to Sprouts Social “97% of adults between the ages 16-64 say they logged onto at least one social network in the past month.” There is a wide-array of social media channels your business should leverage weekly, if not daily. Currently, Facebook, Twitter, LinkedIn, Instagram and Snapchat are some of the most popular platforms. Even if your company has these accounts, it doesn’t mean they’re leveraging them. Having a strong social media presence gives your brand a voice, enhances your business, allows you to provide instant feedback and regularly interact with followers. To ensure your company is posting on these channels, create a social media plan. Develop a strategy which includes a calendar of when your team will post, what they will post and on which social media channel. Post a variety of different things on these platforms, ranging from company updates, marketing materials and even job postings. Monitor feedback and analytics on these platforms. Track reach, impressions and likes and respond to comments your company is tagged in. If you aren’t consistently posting on these channels and tracking your performance, you are harming your brand integrity because of how important an online presence has become.
3. Establish Market Niche
Trying to please everyone is a mistake many brands make. Not every product and service will help everyone or even appeal to everyone. Take time to remember that you are not in business to please every person. Focus on your target market, your prospects and individuals who are interested in working with or buying from your company. When you don’t know your target and are trying to please everyone, your company can suffer going in too many directions. You may not have a clear message or could be missing key concepts to connect with the right group. Gathering feedback can help you articulate your strengths. Once you figure out who your audience is, tailor content, messaging and values around that group. If you know your persona is primarily woman aged 30 – 50, write about subjects that they are interested in and that they connect with. If you know your audience is high school students, market on the channels they are using and show how working with your company fits in their lifestyle. You can’t always please everyone, but to maintain brand integrity, you need to make sure you are pleasing the right people in the correct market channels.
4. Build Office Culture
Your employee and overall office culture guides your personal and corporate brand values. If you don’t have culture within your company, it is challenging for prospects, clients and even future employees to engage with your brand. Incorporate positive feedback from clients to recognize your team’s success. Establishing an internal culture will help define your brand messaging, audience and overall sales and marketing strategy. When you have a defined internal culture, it is easier to promote to external candidates. Competition is fierce and it is your team members that allow you to stand out. Showcase behind the scenes posts on social media, incorporate company events into your monthly calendar and encourage clients to visit your office. Establishing faces behind your brand provides credibility and trust. Leverage your team and its culture to help build and maintain the integrity of your brand, leaving a positive impression for years to come.
It is important to take steps to make sure you are keeping up with your brand on all avenues. Incorporate time in your weekly schedule to review business feedback, leverage your social media channels, please the right target audience through specific messaging and lastly, promote an office culture that mirrors and elevates the image you want to portray and you will see momentum of your brand.